Abstract
This article investigates innovations in public diplomacy and nation brands through the example of Sweden's Embassy in Washington, DC, the House of Sweden (HoS). The analysis explores the styles of communication and public outreach made possible by the interaction between its architectural design, brand values and public diplomacy applications. Aimed at practitioners and scholars with an interest in public diplomacy and nation brands, this article assesses the activities, impact and implications of the House as a platform for public diplomacy. In addition to using the HoS as a case study in its own right, the article discusses some of the unique events hosted there, as well as related experiments such as the Second House designed for virtual world Second Life.
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1James Pamment has recently completed a PhD at the Department of Journalism, Media & Communication (JMK), Stockholm University. His research investigates current public diplomacy practices and evaluation methods in the United States, United Kingdom and Sweden. James has a background in Media, Philosophy and American Studies, and was previously Vice Consul at the British Embassy in Stockholm.
This article is based on research carried out for a PhD thesis (Pamment, 2011).
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Pamment, J. Innovations in public diplomacy and nation brands: Inside the House of Sweden. Place Brand Public Dipl 7, 127–135 (2011). https://doi.org/10.1057/pb.2011.3
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DOI: https://doi.org/10.1057/pb.2011.3